Pitney Bowes WebDriver report

Media fragmentation makes understanding effective ROI a challenge. But many marketers have assumed that web traffic and ecommerce is best driven by electronic channels – email, sponsored links, banner adverts and social network advertising – and are avoiding traditional channels as a result.

The Pitney Bowes WebDriver report reveals the opposite – that direct mail and direct response advertising are the biggest drivers of new customer web traffic.

Using pan-European research by Lightspeed Research, this report explores the impact of traditional channels in driving web traffic and purchase, and highlights the need to test intelligent new media combinations to discover how to boost sales.

Key insights include:

• Offline marketing is twice as likely to drive consumers to visit company websites they haven't bought from before with the intention of making a purchase.

• 67% of UK consumers aged 25 to 34 say they are likely to visit and consider buying from a website for the first time after being directed there by an offline message.

• 63% of UK women are more likely to seriously consider a first-time purchase from a website after being directed there by a traditional marketing message.

• 60% of UK consumers say direct marketing is most likely to drive them to visit a website and consider buying from a company they have not dealt with before.